Inclusive influencer marketing is a win for everyone

"It's always tempting to work with the big-name content creators with big reaches and large followings, but they won't always represent your audience in a direct way. It's important to choose real people who represent a diverse group (ethnicity, skin color, gender, body type, religion, physical abilities, sexual orientation, socio-economic status etc) and are a reflection of your real-life customer base."

"You could be the nicest brand in the world, but if diverse audiences don't see themselves represented on your website or on your social media channels, they'll probably spend their money elsewhere. Diversity in influencer marketing is especially necessary as influencers' recommendations come from 'trusted friends'. Ads and sales pitches can easily be tuned out by faceless (well, to consumers!) agencies, but we're drawn to influencer content because it's relatable. If we don't see ourselves represented, we won't engage positively."

Influencer communities enable direct, authentic representation for marginalized groups and increase trust through relatable recommendations. Diverse representation across ethnicity, skin color, gender, body type, religion, physical abilities, sexual orientation, and socio-economic status improves authenticity and campaign reliability. Choosing real people who mirror the customer base reaches a wider audience and boosts engagement. Relying solely on high-reach creators or a single demographic signals narrow brand fit and alienates potential buyers. Showing only affluent or homogeneous users communicates exclusion to young men and lower-income consumers. A conscious, inclusive influencer mix enhances relatability and increases purchase likelihood.

Read at The Drum